Transcript Advanced Fashion: Standard 2 Fashion Products and Research

Advanced Fashion: Standard 2
Fashion Products and Research
Created by: Kris Caldwell
Timpanogos High School
(There is also a powerpoint for this with
the “Fashion Marketing” book
Terms to know:
• rag trade the slang term for the garment
industry
• product mix the total selection of goods and
services that a company makes or sells
• product assortment the range of items or
merchandise within categories that a
company sells
Terms to know:
• market research the systematic gathering,
recording, analyzing, and presentation of
information related to marketing goods and
services
• survey method a research method that involves
gathering information from people through
surveys or questionnaires
• observation method a research method that
involves watching people and recording
consumer behavior by cameras or individuals
Terms to know:
• experimental method a research method
whereby a researcher observes the results of
changing one or more marketing variables while
keeping other variables constant
• focus group a panel of six to ten consumers who
discuss opinions about a topic under the
guidance of a moderator
• merchandise information system a system that
produces, stores, and analyzes information that
enables fashion marketers to make decisions
about merchandise for sale
Market Research
• Market segmentation is a way of dividing the
total market into smaller groups and analyzing
each group by specific characteristics.
• Target-Market Research: Ongoing process
used to gather and analyze information that
relates to specific groups of customers or
target market.